A new study has found that Australian marketers know the importance of content marketing, but 57 per cent say producing high quality content is a key obstacle to their success.
HubSpot and Survey Monkey’s inaugural Asia Pacific Content Marketing Report, which surveyed more than 720 marketers in the Asia Pacific Region, revealed content marketing has the biggest commercial impact on incremental leads and sales.
However, ‘content shock’, the situation where there is more content being created than consumed, is having a negative impact on their success. While the majority of those surveyed know the answer is to do content marketing well, 70 per cent believe their use of content is limited, inconsistent or basic.
“There are a range of challenges in the development of great content,” said Ryan Bonnici, HubSpot’s Director of Marketing in Asia Pacific. “But the issue is that the more content businesses produce, the more competitive the market becomes, and suddenly the target audience sees individual business content as less valuable than before,
“However, this glut of content marketing provides opportunities for businesses to stand out, if they can implement the right strategy. With most of the market feeling overwhelmed by the challenges of content marketing, those that are successful will find themselves in the top quarter of marketers in Asia Pacific.”
The research reaffirms the success of content marketing, finding there is an advantage for the marketers who can craft high quality content and optimise its promotion, rather than focusing on increasing the volume of assets being created. In this case, less is more if it is done well.
The report found marketers are increasing their investment in content marketing in order to improve the quality of output, with 28 per cent employing new talent expressly for content creation and promotion, while another 21 per cent increased spending on agency resources.
The report, which is available here, is based on data from APAC’s foremost marketers and sales people. Other key takeaways include:
- 73 per cent of companies with advanced or optimised content marketing had a defined strategy in place for output. However, 54 per cent said they lack any content marketing strategy at all.
- 47 per cent said blog posts are the most effective type of content marketing.
- Although many reported using content planning techniques such as buyer personas, journey mapping and editorial calendars, 76 per cent rated their capabilities with these techniques as basic or medium.
Further, marketers that get content right have an incredible opportunity ahead of them, with sizable impacts on business growth and demand generation. The key is to upskill in creating high quality content that aligns to a core marketing insight.
“While content creation comes with its own challenges, the report shows that the key tenants of any marketing strategy still reign supreme: having a plan, investing in the process and amplifying it through paid media,” Bonnici said.
“By using this report as a benchmark, marketers across Australia can gauge how their own content marketing is tracking, where it needs to be improved and what tools can help them get the most out of their activities.”
Channel 7 reporter, Paul Dowlsey had an energy drink thrown at him and sprayed with what he thinks was urine, while trying to cover the tradie protest over mandatory vaccines in Melbourne. Protestors, many donned in the signature tradie uniform of neon yellows and oranges, took to the streets in Melbourne yesterday. Hundreds marched through […]
American beer brand Pabst Blue Ribbon wants to pay drinkers to plaster their homes with ads for the brew. The oddball campaign is called “In home advertising” and, despite the fun, works more as a clever piss-take of the advertising game. Apparently the idea for the ad came about when the client complained of the […]
JCDecaux has announces the successful outcome of one of the largest Out-of-Home advertising contracts in Australia, as Sydney Trains appoints the company as its main advertising partner across the concourses and platforms of train stations for a term of up to ten years. The company, still smarting from relinquishing the City of Sydney contract to […]
Leading cultural insights and strategy company The Lab today announced the promotion of three senior staff members to executive positions in its Melbourne and Sydney offices. The promotions follow strong growth for The Lab, with the addition of new clients and the launch of its innovative new artificial intelligence and machine learning division, Lab AI, […]
Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]
The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]
SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]
Reprise Australia CEO Maria Grivas has announced two new senior positions at the digitally-led performance marketing business that is part of Mediabrands Australia. The appointments are Grivas’ most prominent steps since taking her role in June this year. “At Reprise our mission is to help brands build and accelerate customer flow,” said Grivas. “These new […]
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]